Caslon

Pinehurst Golf Academy Drives Results with Personalization

Non Member Price:	N/A
Member Price:	Free

Pinehurst Resort, a historic golf resort located in North Carolina, wanted to drive enrollment in its Pinehurst Golf Academy. To accomplish this they used direct mail postcards which directed recipients to a Personalized URL. Once at the campaign site visitors were asked to participate in an online survey that would assess their golf game. After completing the survey a personalized brochure was mailed to respondents with customized information regarding the weaker elements of their golf techniques. The campaign achieved a direct mail response rate of 9.9%. Published 2011

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Client Pinehurst Resort http://www.pinehurst.com	Located in the North Carolina heartland, world-renowned Pinehurst Resort is a 2,000-acre historic property featuring spa, golf, tennis, and activities for the family. Widely known as the cradle of American golf, Pinehurst has hosted more single golf championships than any other site in America, including the U.S. Open, PGA Championship, Ryder Cup Matches, PGA Tour Championship and many others.
Service Provider Keiger Direct http://www.keigerdirect.com	Established in 2005 as a division of Keiger Inc., Keiger Direct is an integrated marketing solutions provider located in Winston-Salem, North Carolina. Specializing in personalized marketing programs, they utilize the latest in digital technology to achieve true customization.
Agency WilsonMcGuire Creative www.wilsonmcguire.com	WilsonMcGuire Creative is a full-service advertising agency inspiring both people and sales with simple, unexpected, persuasive communications created for clients whose products and/or services improve lives.
Hardware	Xerox iGen4 with a CX Printer Server powered by Creo
Software	Variable data composition: XMPie; Personalized URL generation: MindFireInc
Target Audience	Golf enthusiasts interested in improving their performance
Distribution	10,000 initial invitation mailers; Over 750 personalized brochures
Date	January 2010 – March 2010
No. of Pages	6